A Kedger has launched JOA – an ethical and sustainable clothing brand

Julie Chaussende began at KEDGE in 2012 and earned her degree three years later. Afterwards, she continued her studies in London in the fashion world where, with two friends from her school year, she’s started an ethical and sustainable clothing brand: JOA.

“We collect second-hand clothing that our local charity shop (equivalent to the French Emmaüs) isn’t able to sell, and transform them into jackets. 30% of our profits then go back to this same charity shop”, she explained.

A simple concept

In the Hackney area of London, the company’s co-founders work with what they find, so each piece is unique. “We like to create pieces based on the personalities of each one, and our goal is to show that it is possible to be unique and ourselves while having a sense of solidarity,” added Julie.

JOA uses items of clothing that are no longer wanted and which would end up on a long journey through Eastern Europe and Asia only to end up in a landfill. Textiles break down very slowly and do a great amount of damage to the environment. “We have a zero-waste circular approach to everything we do in our East London manufacturing centre. The waste we produce when we make our clothes is entrusted to various industry partners so that it can be turned into something else,” the team added.

The start-up also offers the Sentimental Service: “We’ve noticed that a lot of people have several items of clothing in their wardrobes […] but they don’t want to throw them out because they have sentimental value”. In order to resolve this problem, JOA offers the ability to have them reworked to make unique pieces that have a significance to those who wear them. The company then gives 10% of its profits to an organisation. 

Recently, the brand won first prize of the SET Challenge that recompenses innovative entrepreneurs.

JOA needs you

To continue its development, JOA needs additional funds, which is why a Kickstarter campaign is open until 17 September. 

“Together, we clean up waste, keep our local community intact and help where we can!”

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